Why Most DTC Brands Are Over-Optimising Their Ad Accounts

Constant campaign changes create noise, not improvement. The bigger performance gains come from better creative, offer testing, and landing page work — not from touching the account.

There is a particular type of founder who checks their Meta ads dashboard three times a day, adjusts budgets based on yesterday's ROAS, kills ad sets after 48 hours, tests new audiences every week, and wonders why their account never stabilises. This is over-optimisation — and it is one of the most common causes of poor Meta ads performance we see. What Over-Optimisation Looks Like Pausing and restarting ad sets based on daily performance swings Changing campaign budgets more than once per week Killing creatives within 3–4 days without enough purchase data Constantly testing new audiences inst